Do Countries Have a Brand Positioning? And Can It Evolve?
In Europcar’s campain "The Best of Europe", national stereotypes are directly invoked to highlight the distinct cultural characteristics of each European country: "Swiss Punctuality", "Italian Hospitality", "French Know-how", "English Pop", and "Danish Sustainability"... The text "German Humor" briefly appears, immediately replaced by "German Reliability"—a subtle jab at the German reputation for seriousness over humor.
However, let us not be mistaken, the national stereotype is a sensitive issue, touching the nerve of national identity and pride.
Generally, these stereotypes are based on a distinctive positive trait (1) that has crystallized over time, forming a widely agreed-upon attribute.
We can assert that they function as positionings, roughly corresponding to the place a country occupies in people's minds and by which it primarily distinguishes itself from other nations. This form of differentiation can be approached in two ways:
"How is this country different from mine?" or "What is the main characteristic of this country compared to others?"
Although they are often perceived positively, these "stereotype positionings" also have a downside. Like all positionings, they simplify excessively. They categorize and thus limit, they exclude while qualifying.
If Germany is recognized for its reliability, this may restrict the perception of other potential qualities. The "reliability" attributed becomes a sort of symbolic golden cage from which it is difficult to escape, given that stereotypes stubbornly resist change.
This dynamic raises a question: despite this inertia, can countries, like brands, redefine their positioning?
Yes, it's possible. Here are 2 approaches to achieve this:
Extension: Starting from an existing stereotype, one can add a new attribute that remains consistent with the original positioning while expanding it. This approach is similar to brand extension, where the introduced novelty remains compatible with the existing image, rather than being created ex nihilo. For example, enriching the image of French gastronomy with an emphasis on culinary innovation could evolve the perception from "gastronomic excellence" to "gastronomic innovation."
Repositioning: Introducing a completely new and surprising attribute can shake up established perceptions, even turning the usual stereotype on its head. For example, promoting Italy not just for its artistic heritage but for its spirit of technological innovation could radically alter its image. This could change the perception or rather "add a complementary perception," with the initial attribute of "country of artistic heritage" remaining always, and rightly, predominant.
Changing a country's cliché is not without risks or challenges, requiring a deep understanding of perceptions and skillful communication. However, if stereotypes are tenacious, they are not immutable. By recognizing their constructed nature and approaching them with creativity, it is possible to reshape a country's international image, thus paving the way for richer and more diversified interactions.
Finally, for the residents of the concerned countries, it might represent a breath of fresh air to hear about their nation in a new and invigorating way. This can enhance a sense of pride and belonging while opening the door to renewed understanding and appreciation of their own culture and identity.
(1) There are also cases of negative country positionings, see the case study: Ido Aharoni and Amir Grinstein (2017). How to Reposition a Country? A Case Study of the Power of Micro-Marketing. Macmillan Publishers.